marketing-mix-modeling – IESER-Bangladesh

Marketing Mix Modeling

An Evolution Delivered Through Commercial Analytics

The Promise of Marketing Mix Modeling

Marketing Mix Modeling, also called Media Mix Modeling (MMM Marketing), aims to solve the age-old question of “how can I invest my advertising or marketing budget?” Unfortunately, MMM’s limitations are vast and based on a historical view of marketing performance metrics. While MMM can produce recommendations, the results are typically used for report card-like measurement such as ROIs.

Where MMM Fails, Commercial Analytics Delivers

Analytic Partners goes beyond MMM historical performance report cards to provide marketers and business leaders the confidence they need to make the right investment decisions at the right time through forward-looking decisioning. Where MMM limits the scope to high-level views of marketing performance, Commercial Analytics looks beyond marketing to incorporate all factors that contribute to performance outcomes. This delivers more accurate and actionable recommendations to support scenario planning and forecasting.

Let’s Get Started

Explore how you can harness the power of analytics to fuel growth and enhance your customer relationships.

Request a Demo

What to expect

Commercial Analytics is delivered through our proprietary analytic platform, GPS-Enterprise.
GPS-Enterprise supports unlimited dimensions and a range of intelligent modeling algorithms that address both strategic and tactical decisions through a customer and full-business lens. The result? Insights and actions that increase sales, market share and many other key performance indicators.

Powerful analytics to deliver meaningful results

With robust analytics, you can build confidence with your stakeholders to make decisions that create value for your business.

Forecasting and real-world scenario planning to accurately plan

Insights and recommendations are proactively surfaced before you know you need them to give you a head start.

Flexible, always-on decisioning to course-correct

Speed up delivery to meet the ever-changing needs of your dynamic business to increase adoption.

IESER Bangladesh Ltd. aims to bridge the gap between academic research and industry practices by providing data-driven insights and sustainable solutions.

The organization emphasizes positive collaboration with industry leaders to develop actionable strategies based on sustainability principles and real-time data analysis.

Access the Report

Commercial Analytics vs Marketing Mix Modeling (MMM) vs Multi-Touch Attribution (MTA)

Let’s Get Started

Explore how you can harness the power of analytics to fuel growth and enhance your customer relationships.

Request a Demo

Forward-looking Decisioning for Cross-Functional Impact

Commercial Analytics provides data-driven investment recommendations to support real-time decisions

Analytics Leaders

Transparency on model specifications and derived results to support confidence in robustness and accuracy.

Brand and Marketing Leaders

Build trust with stakeholders, forecast marketing’s impact, and adapt swiftly to remain on course when circumstances shift.

Finance Leasders

Gain visibility into marketing and other commercial performance and align your investment strategy for value creation and growth.

Expanded solutions for depth and breadth of insights

Agile Learning
Brand Impact
Partner Deep Dives
Customer Franchise Value
Pricing Optimization
Touchpoint Analytics

Test and learn product to design experiments that validate strategy, get a quick yes/no to tactical questions, and reduce biased-decisions with less data.

Quantify the value created from branding on business performance in the short and long-term.

Leverages partner relationships with walled gardens such as Amazon, Meta, Google, Roku for granular, placement-level insights.

Deeper understanding of key customers segments, reveal early indicators of churn, etc.

Analyze and project price increases and decreases to drive value and optimize profit.

Incrementality measurement for campaigns to optimize tactical plans.

Commercial analytics is delivered through our flexible, adaptive, always-on platform, GPS-Enterprise

Key Incremental Business Drivers 
Margin Return on Investment (ROI)
Forecasting
Scenario Planning

Identify incrementality by measuring relationships of marketing factors and KPIs such as sales that would not have occurred in the absence of that activity.  Break out which controllable or non-controllable business drivers are contributing to business KPIs such as sales, traffic, etc. 

Understand the level of spend efficiency by sub-brand, region, channel, program, or campaign.

Shift from historical report cards to predict future performance.  Compare predictions vs. actual performance, identify gaps to goals, and build more accurate plans and forecasts to achieve growth targets. 